Spring is going to act as the new Christmas for marketers as they prepare to increase their media spend while anticipating strong sales growth amid warmer weather and consumers rushing to resume their everyday lives. Industries ranging from retailers to airlines to hospitality are looking at spring as a time to reconnect with customers who are eager to get out of the home as COVID-19 vaccines are more widely distributed throughout the country.
Marriott International VP Brian Povinelli says that consumer sentiment is switching from “hesitation to hope”. Additionally, the National Retail Federation is forecasting the highest growth in retail spending in 17 years, with annual growth expected to reach 6.5%-8.2%. A recent Ad-Age Harris Poll also found that households making $100,000+ plan on spending more this spring compared to last. In-store shopping is also expected to rebound, with nearly 62% of consumers saying they plan to shop in stores this spring at least once a week.